Buyer purchase behavior in the reregulated market for OTC drugs in Sweden

J

Ö N K Ö P I N G

I

N T E R N A T I O N A L

B

U S I N E S S

S

C H O O L

JÖ N KÖ P I N G U N IVER SITY

B u y e r p u r c h a s e b e h a v i o r i n t h e

r e r e g u l a t e d m a r k e t f o r O T C d r u g s

Abstract

Key words Purpose Background Method Conclusion

Sammanfattning

Sökord Syfte Bakgrund Metod Slutsats

Table of Contents

Acknowledgements ... i Abstract ... ii Sammanfattning ... iii

1

Introduction ... 1

1.1 Background ... 1 1.2 Problem discussion ... 2 1.3 Purpose ... 3 1.4 Research Questions ... 4 1.5 Delimitation ... 4 1.6 Definitions ... 4

2

The market of OTC drugs in Sweden ... 5

2.1 The reregulation of the Swedish pharmaceutical market ... 5

2.2 Pharmacies ... 6

2.3 Non-pharmacy market ... 7

2.3.1 Supermarkets and Convenience stores ... 7

2.3.2 Gas stations ... 8

3

Theoretical Framework ... 9

3.1 Reregulation and Consumer Behavior ... 9

3.2 The Decision making process ... 12

3.2.1 Need Recognition ... 13

3.2.2 Information Search ... 14

3.2.3 Pre-purchase evaluation of alternatives ... 14

3.2.4 Purchase and Outcome ... 14

3.2.5 Consumption ... 15

3.2.6 Limitations of the EBM model ... 15

3.3 Influencing factors on consumers’s decision making ... 16

3.4 Habitual behavior... 17

3.5 Pharmacy Utilization Framework ... 18

3.6 Consumer Problem Solving Processes ... 19

4

Method ... 22

4.1 Research Approach ... 22

4.1.1 Inductive and Deductive ... 22

4.1.2 Qualitative and Quantitative ... 22

4.2 Data collection ... 23

4.2.1 Questionnaire ... 23

4.2.2 Sampling method for questionnaire ... 25

4.2.3 Pilot test of questionnaire ... 26

4.2.4 Interviews ... 27

4.2.5 Sampling method for interviews ... 27

4.3 Data Analysis ... 28

4.3.1 Analyses of quantitative data ... 28

4.3.2 Analysis of qualitative data ... 28

4.3.3 Reliability of data ... 29

4.3.4 Validity ... 30

5

Empirical findings ... 33

5.1 Empirical findings of questionnaire ... 33

5.1.1 Personal Information ... 33

5.1.2 Filter Questions ... 33

5.1.3 Impressions of the reregulation ... 34

5.1.4 General OTC purchase habits ... 34

5.1.5 Important factors when deciding for the purchase store ... 36

5.2 Empirical findings of interviews ... 38

5.2.1 General impressions about the reregulation ... 39

5.2.2 Need recognition ... 40

5.2.3 Information search ... 41

5.2.4 Pre-purchase evaluation ... 42

5.2.5 Purchase and outcome ... 43

6

Analysis ... 44

6.1 Research Question 1 ... 44

6.2 Research Question 2 ... 45

6.2.1 Need and Experience Level ... 47

6.3 Research Question 3 ... 52

7

Conclusion ... 56

8

Discussion ... 57

9

References ... 58

10

Appendix ... 68

Questionnaire (in Swedish) ... 68

Questionnaire (in English) ... 74

Interview guide (in Swedish) ... 80

Interview guide (in English) ... 81

Empirical Findings ... 82

Table of Figures

Figure 1 Timeline of the reregulation of Swedish pharmaceutical market……… 5

Figure 2 The EBM model……….. 13

Figure 3 Age and gender distribution……….. 33

Figure 4 Charts for questions 7 and 8………. 34

Figure 5 – Purchase store according to age group and gender………….………. 35

Figure 6 – Chart for question 16……… 36

Figure 7 – Chart for question 17……… 36

Figure 8 – Mean ranking of important factors………. 37

Table 1 Pharmacy competitors……….………….. 7

Table 2 Previous researches on reregulation effects………. 10

Table 3 Schedule of the questionnaire collection………. 26

1

Introduction

1.4 Research Questions

1.5 Delimitation

2

The market of OTC drugs in Sweden

2.1 The reregulation of the Swedish pharmaceutical market

January 8, 2008 Remit presented to government March 1, 2008 Non-pharmacy allowed to sell nicotine drugs July 1, 2009 Pharmacy monopoly dismantled November 1, 2009 Non-pharmacy retailers allowed to

2.3 Non-pharmacy market

3

Theoretical Framework

European Economic Review, Vol.40, pp.1123-113.

. British

Journal of Addiction. Vol. 85, pp. 1615-162.

3.2.1 Need Recognition Need Recognition Information search Pre-purchase evaluation Purchase and Outcome Consumption

3.2.2 Information Search

3.2.3 Pre-purchase evaluation of alternatives

3.2.5 Consumption

4

Method

4.1 Research Approach

4.1.1 Inductive and Deductive

4.2 Data collection









4.2.2 Sampling method for questionnaire

4.2.4 Interviews

4.3 Data Analysis

4.3.1 Analyses of quantitative data

5

Empirical findings

5.1 Empirical findings of questionnaire

5.1.1 Personal Information

5.1.3 Impressions of the reregulation

3,33

2,45 2,26 ₂

Location of the store Range of products Easy accessibility to the store

Availability of pharmacist/pharmacy

assistant

Mean Value of importance of factors when choosing a store to purchase OTC drugs

6

Analysis

   

9

References

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10 Appendix

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Neither agree

nor disagree Tend to agree

Completely agree ☐ _{    } No opinion Completely

disagree Tend to disagree

Neither agree

nor disagree Tend to agree

Completely agree ☐ _{    } No opinion Completely

disagree Tend to disagree

Neither agree

nor disagree Tend to agree

Completely agree

☐ _{    } No

opinion

Completely

disagree Tend to disagree

Neither agree

nor disagree Tend to agree

Completely agree

THANKS FOR YOU PARTICIPATION!

If you would like to receive the results of this questionnaire, inform you e-mail address :

Interview guide (in Swedish)

Följande frågor låg till grund för de semistrukturerade intervjuerna vi genomfört på svenska.

 Vad är din åsikt angående avregleringen av det Svenska apoteksmonopolet? Tycker du det är bra/inte bra? Varför?

 Vad tycker du om att man kan köpa receptfria läkemedel på andra ställen än apotek? Varför? För vem är det bra?

 Köper du fler receptfria läkemedel idag på grund av ökad tillgång av återförsäljare?

 Tror du att omregleringen av apoteksmarknaden har påverkat dig? På vilket sätt?  När köper du receptfria läkemedel?

 Vid direkt behov? (När du är sjuk, huvudvärk till exempel)

 Utan direkt behov? (påverkad av annonser, kampanjer etc.) Varför?  Hur mycket vet du om receptfria läkemedel?

 Hur vet du var du ska köpa receptfria läkemedel?

 Tror du att din kunskap om receptfria läkemedel påverkar var du köper dem?  Var får du information om vilka receptfria läkemedel du ska köpa?

 Var får du information om var du ska köpa receptfria läkmedel?  Vilka faktorer är viktiga då du tar beslut om vart du ska köpa receptfria

läkemedel? (Tillgänglig farmaceut, öppettider, utbud av produkter, läge, pris etc.)

 Vilka faktorer är viktigast?

 Hur vet du vilket receptfritt läkemedel som du ska köpa?

 Hur viktigt är det att du känner till ”affären” eller inköpsstället sedan innan när du ska köpa receptfria läkemedel?

 Har du behov av att be om hjälp i den butik du köper receptfria läkemedel?  Var köper du oftast receptfria läkemedel?

 Vad köper du för receptfria läkemedel?

 Om apoteket, tror du att du köper du receptfria läkmedel på Apoteket av ren vana?

Interview guide (in English)

 What is your opinion about the reregulation of the Swedish pharmacy market?  What do you think about the possibility to buy OTC drugs at other stores than

pharmacies?

 Do you buy more OTC drugs today because of increased number of OTC retailers?

 How do you think that the reregulation has affected you?  When do you buy OTC drugs?

 When you have the direct need?

 When you don’t have the direct need? (Promotion, ads, other influences.)  How much do you know about OTC drugs?

 How do you know where to buy OTC drugs?

 How do you think your knowledge about OTC drugs affect where you buy them?

 Where do you get information about which OTC drug to buy?  Where do you get information about where to buy OTC drugs?

 What factors are important for you when you decide the purchase place for OTC drugs? Availability, available expertise, opening hours, range of products, location, price etc.

 Which are the most important factors?

 How do you know what OTC drug to purchase?

 How important is it that you are familiar with the store of purchase?

 Do you have the need to ask for help in the store you purchase OTC drugs?  Where do you most often buy OTC drugs?

 Why do you buy there?  What OTC drugs do you buy?

Empirical Findings

Question

nr Question Valid Missing Filtered Total

1 Gender 118 0 0 118

2 Age 118 0 0 118

3 Are you aware of the re-regulation of the Swedish pharmacy market? 118 0 0 118

4

Did you know you are able to purchase OTC drugs in places such as

supermarkets and convenience stores 118 0 0 118

5 Do you buy OTC drugs? 106 3 9 118

6 If no, why? 9 3 106 118

7

I appreciate the possibility of having different options of pharmacy to

choose from when buying OTC drugs 109 0 0 109

8

I appreciate the possibility of purchasing OTC drugs in stores other than

pharmacies 109 0 0 109

9 *What type of OTC drug do you most often buy? 219 0 0 219

10 How often would you say is your purchase of OTC drugs? 109 0 0 109

11 Where do you most often buy OTC drugs? 109 0 0 109

12 Have you ever bought OTC drugs in stores other than pharmacies? 82 1 26 109

13 If no, why? 26 1 82 109

14 Would you consider buying OTC drugs in stores other than pharmacies? 26 1 82 109

15 **Which retailer? 101 0 0 101

16

I believe I purchase more OTC drugs now, since such drugs are more

available 109 0 0 109

17 From whom/where do you most often get information about OTC drugs? 109 0 0 109

18

I trust the information the pharmacist/pharmacy assistant provide when

suggesting an OTC drug 109 0 0 109

19

If a visit to the doctor is not possible, I am comfortable asking for the help

of a pharmacist/pharmacy assistant about OTC drugs 109 0 0 109

20

I appreciate the fact that the pharmacist/pharmacy assistant is available, in

case I have questions 109 0 0 109

21

I always ask for the help of the pharmacist/pharmacy assistant when

purchasing OTC drugs 109 0 0 109

22

I am comfortable in recognizing simple symptoms (ex.: cold, allergies) and

Figure 1

doctor, pharmacist or pharmacy assistant

23

Order the factors from 1 to 4, according to the important features you

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation Location of the store 106 1 4 3,33 ,870

Range of products 105 1 4 2,45 ,843

Availability of pharmacist/ pharmacy assistant

106 1 4 2,26 1,182

Easy accessibility to the store

106 2 2 2,00 ,000

Statistics Q.7 Q.8 Q.16 Q.18 Q.19 Q.20 Q.21 Q.22 N Valid 109 109 109 109 109 109 109 109 Missing 11 11 11 11 11 11 11 11 Mean 3,97 4,35 2,62 4,06 4,21 3,35 2,14 4,24 Median 4,00 5,00 3,00 4,00 5,00 4,00 2,00 4,00 Mode 5 5 1 5 5 5 1 4

I appreciate the possibility of having different options of pharmacy to choose from when buying OTC drugs

Frequency Percent Valid Percent Cumulative Percent

Valid 0 2 1,7 1,8 1,8 1 3 2,5 2,8 4,6 2 5 4,2 4,6 9,2 3 28 23,3 25,7 34,9 4 19 15,8 17,4 52,3 5 52 43,3 47,7 100,0 Total 109 90,8 100,0 Missing System 11 9,2 Total 120 100,0

I appreciate the possibility of purchasing OTC drugs in stores other than pharmacies

Frequency Percent Valid Percent Cumulative Percent Valid 1 2 1,7 1,8 1,8 2 5 4,2 4,6 6,4 3 14 11,7 12,8 19,3 4 20 16,7 18,3 37,6 5 68 56,7 62,4 100,0 Total 109 90,8 100,0 Missing System 11 9,2 Total 120 100,0

I believe I purchase more OTC drugs now, since such drugs are more available

Frequenc y Percen t Valid Percent Cumulative Percent Valid 0 1 ,8 ,9 ,9 1 43 35,8 39,4 40,4 2 8 6,7 7,3 47,7 3 9 7,5 8,3 56,0 4 40 33,3 36,7 92,7 5 8 6,7 7,3 100,0 Total 109 90,8 100,0 Missin g System 11 9,2 Total 120 100,0

If a visit to the doctor is not possible, I am comfortable asking for the help of a pharmacist/pharmacy assistant about OTC drugs

Frequency Percent Valid Percent Cumulative Percent

Valid 1 2 1,7 1,8 1,8 2 3 2,5 2,8 4,6 3 22 18,3 20,2 24,8 4 25 20,8 22,9 47,7 5 57 47,5 52,3 100,0 Total 109 90,8 100,0 Missing System 11 9,2 Total 120 100,0

I am comfortable in recognizing simple symptoms (ex.: cold, allergies) and decide which OTC drug to use without the need to seek the help of the doctor, pharmacist or pharmacy assistant

Frequency Percent Valid Percent Cumulative Percent

Valid 1 3 2,5 2,8 2,8 2 3 2,5 2,8 5,5 3 6 5,0 5,5 11,0 4 50 41,7 45,9 56,9 5 47 39,2 43,1 100,0 Total 109 90,8 100,0 Missing System 11 9,2 Total 120 100,0

I appreciate the fact that the pharmacist/pharmacy assistant is available, in case I have questions

Frequency Percent Valid Percent Cumulative Percent Valid 1 17 14,2 15,6 15,6 2 22 18,3 20,2 35,8 3 9 7,5 8,3 44,0 4 28 23,3 25,7 69,7 5 33 27,5 30,3 100,0 Total 109 90,8 100,0 Missing System 11 9,2 Total 120 100,0